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- Tasks: Manage shopper activations for Betty Crocker and Fibre One, turning strategy into impactful experiences.
- Company: Join a leading food brand with over 150 years of history and innovation.
- Benefits: Flexible hybrid work, health insurance, bonus scheme, and wellbeing support.
- Other info: Collaborative environment with opportunities for personal and professional growth.
- Why this job: Be at the heart of retail marketing and make a real impact on beloved brands.
- Qualifications: Experience in shopper marketing and strong data analysis skills.
The predicted salary is between 35000 - 45000 ÂŁ per year.
Great things are happening in the Europe and Australia (EUAU) region. Each day, our 2,500 plus colleagues bring their passion to our offices, manufacturing sites, R&D centre, and commercial/distributor markets across Europe, Australia, and New Zealand. We are energized by over 150 years of bringing people together with the food they love. With beloved brands Old El Paso, Häagen‑Dazs, Nature Valley, Betty Crocker, Fibre One, Latina Fresh and more, we are on a mission to become the undisputed growth leader in food for EUAU. In a world that’s ever‑changing, we look to stay ahead and seek people who share our love of food and are hungry to shape the future.
About the Job
We're on the lookout for a passionate and driven Assistant Brand Manager to manage the shopper activations for the Betty Crocker and Fibre One brands. This is a fantastic opportunity to own and deliver impactful retail activations across in‑store and online, turning strategy into experiences that truly connect with shoppers and drive results. You’ll work at the heart of the business, partnering cross‑functionally to create insight‑led activations that stand out in a competitive retail environment. If you’re energised by shopper behaviour, love seeing your work come to life on shelf and online, and thrive in a fast‑paced, collaborative environment — this role is for you.
What your role is
- Retail Activation Planning: Manage the annual and quarterly planning and briefing for all retail activations on these two brands.
- Retail Activation Execution: Execute omnichannel shopper marketing plans.
- Asset Development: Work with key agency partners to develop in‑store and online assets.
- Performance Management & Measurement: Manage the monthly retail activation budget planning and delivery. Understand past performance and leverage shopper and category data to improve future strategies. Measure and report on the success of initiatives post‑activation.
- Digital Excellence: Upload and monitor assets on Brand Bank across all brands. Manage any issue resolution with Brand Bank. Manage online ratings and reviews with CheckoutSmart and monitor performance. Manage relationships and share earnings from NIQ Data Impact.
- Team Support: Support the rest of the Retail Activation team where necessary.
What you will bring to the team
You’re a hands‑on marketer with experience in shopper or retail activation, ideally within FMCG, and a strong understanding of how brands win in the UK retail environment. You know how to take a plan from idea to execution, balancing creativity with commercial discipline. You’re confident working with data, able to turn insights into clear actions, and comfortable managing budgets and multiple projects at pace. Just as importantly, you’re a natural collaborator — building strong relationships with agencies and cross‑functional teams to get the best results.
What’s in it for you?
- Work with Heart: Offers us flexibility that also requires partnership to ensure we regularly come together in person for those moments that help drive our business forward. Our hybrid work policy means 50% in‑office, with the option to finish at 15:00 on Fridays.
- Wellbeing: We want our people to feel well and thrive, for this we offer free Headspace account for you and up to 5 friends or family members, ongoing activities, Employee Assistance Program and more.
- Bonus: Our people are at the heart of what makes General Mills great, so when goals are reached, you’ll be rewarded through our bonus scheme.
- Health & Dental Insurances: All colleagues get the opportunity to join our insurances from day one.
- Family & Carers Leave: Every family is unique. Our approach allows every family to have the opportunity to spend quality time‑off to support them from the point of birth or adoption to care, with enhanced covers.
- Enjoy other perks like enhanced pension contributions, subsidised canteen, access to both peer‑to‑peer recognition and discount platforms, 2 extra days for volunteering work, and more…
Associate Brand Manager, Retail Activation in London employer: General Mills
Contact Detail:
General Mills Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Associate Brand Manager, Retail Activation in London
✨Tip Number 1
Network like a pro! Reach out to people in the industry, attend events, and connect with potential colleagues on LinkedIn. We all know that sometimes it’s not just what you know, but who you know that can help you land that dream job.
✨Tip Number 2
Prepare for interviews by researching the company and its brands. Understand their values and recent campaigns, especially for Betty Crocker and Fibre One. We want to see your passion for food and how you can contribute to their mission!
✨Tip Number 3
Showcase your creativity! Bring examples of past projects or ideas that demonstrate your ability to turn strategy into impactful retail activations. We love seeing how you can bring brands to life both in-store and online.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets noticed. Plus, we’re always looking for passionate individuals who are eager to shape the future of food with us.
We think you need these skills to ace Associate Brand Manager, Retail Activation in London
Some tips for your application 🫡
Show Your Passion for Food: When you're writing your application, let your love for food shine through! We want to see how your enthusiasm aligns with our mission to connect people with the food they love.
Be Specific About Your Experience: Make sure to highlight your hands-on marketing experience, especially in shopper or retail activation. We’re looking for concrete examples of how you've turned strategies into successful activations.
Data is Key: Don’t shy away from showcasing your confidence with data. Explain how you’ve used insights to drive decisions and improve performance in past roles. We love a numbers-savvy marketer!
Apply Through Our Website: We encourage you to apply directly through our website. It’s the best way for us to get your application and ensures you don’t miss out on any important updates during the process!
How to prepare for a job interview at General Mills
✨Know Your Brands
Before the interview, dive deep into the Betty Crocker and Fibre One brands. Understand their unique selling points, recent campaigns, and how they resonate with shoppers. This knowledge will help you demonstrate your passion for the brands and show that you're ready to contribute to their success.
✨Showcase Your Data Skills
Since the role involves performance management and leveraging shopper data, be prepared to discuss how you've used data in past roles. Bring examples of how you've turned insights into actionable strategies, and be ready to explain your thought process behind budget management and measuring success.
✨Emphasise Collaboration
This position requires strong cross-functional teamwork. Think of specific instances where you've successfully collaborated with others, whether it's with agencies or internal teams. Highlight your communication skills and how you build relationships to achieve common goals.
✨Prepare for Fast-Paced Scenarios
Given the dynamic nature of the role, be ready to discuss how you handle multiple projects at once. Share examples of how you've thrived in fast-paced environments, managed tight deadlines, and maintained creativity under pressure. This will show that you're well-suited for the challenges of the job.